When Midan Marketing and Shugoll Research set out recently to study how consumers perceive the many different brands available in supermarket meat cases, one of the first things they discovered was a surprising lack of brand awareness among shoppers. “When we got into the research, we found that on a spontaneous recall basis, there are a lot of consumers out there who couldn't tell us any beef brands or pork brands,” said Michael Uetz, principal with Midan Marketing, Chicago. In fact, out ...

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